Sainsbury's has launched the UK’s first walk-in freezer concept store that contains only fresh food items in innovative ways to help customers reduce food waste. The pop-up aims to inspire Brits about the ways food can be frozen to help reduce waste and save money, with frozen food being given away for free.
The first-of-its-kind walk-in freezer looks like a regular Sainsbury’s from the outside, but once inside, customers will be greeted with frozen groceries such as fruit and veg, dairy, meat, fish and baked goods that they would usually buy fresh.
The campaign comes as WRAP warns the average UK family wastes 60 pounds a month through food waste.
“Initiatives like Sainsfreeze help people think about how to make the most of their freezer and ensure that food that we freeze then gets used safely. We found that a third of people admit their freezer is sometimes a total disaster area. This results in UFOs, or unidentified frozen objects and around 20 percent of us throw away something frozen because it has laid dormant for too long,” said Catherine David, Director of Collaboration & Change, WRAP.
Customers can visit Sainsfreeze from September 27-28 in London’s Boxpark, Shoreditch.
